Preparing for Google’s SGE and beyond
Google’s Search Generative Experience (SGE) is changing how search works — and it’s not a small shift.
It’s a complete rewrite of the search results page, with AI‑generated summaries appearing above traditional listings.
For senior marketers, that means one thing: if you’re still measuring visibility only in blue‑link rankings, you’re already behind.
Why SGE Matters for Senior Marketers
SGE blends AI‑generated answers with traditional organic results, pulling from multiple sources and serving the user a neatly packaged overview. That creates three strategic changes.
First, there will be fewer clicks from traditional rankings, as informational queries may be answered entirely within the SGE box.
Second, brand presence in AI overviews becomes critical; being cited in an AI summary could rival a position‑one ranking.
Third, keywords are evolving. Search queries are becoming longer, more conversational, and more intent‑specific, especially in B2C purchase journeys.
Adapting Your Strategy for AI‑First Search
Build E‑E‑A‑T into every content asset
SGE prioritises content from brands that demonstrate Experience, Expertise, Authoritativeness and Trustworthiness. That means assigning visible authors with sector credibility, backing claims with real‑world data or case studies, and keeping content fresh and relevant.
For example, in Automotive, a detailed comparison guide on EV ownership authored by your Head of Sales has far more authority than a generic buying tips blog.
Optimise for intent, not just keywords
SGE is less about matching exact terms and more about answering the user’s underlying question. Map content to every stage of the buying journey, include concise direct answers to likely queries, and use structured data to help AI identify context.
An eCommerce example: instead of chasing “best running shoes”, build content that directly answers “which running shoe is best for marathon training in wet weather?”.
Expand your footprint beyond your site
SGE draws from multiple sources, not just your domain. Being present across the right channels increases your chances of being referenced. Publish thought leadership on relevant industry platforms, optimise third‑party listings (dealership pages, marketplace profiles, hospitality booking sites), and build authoritative backlinks from recognised sector leaders.
Blend SEO with AI visibility strategies
Classic SEO fundamentals still matter, technical optimisation, speed and on‑page structure, but AI results require broader visibility planning. At Brand Twelve, we’re combining organic SEO with AI visibility to ensure our clients show up in both traditional rankings and AI summaries.
What does all this mean?
SGE is the biggest change to search in a decade. Brands that adapt early will secure prime real estate in AI‑driven results and capture the next wave of organic growth.
It’s not about abandoning SEO, it’s about evolving it to include AI visibility as a core pillar of your strategy.
Brand Twelve helps ambitious brands in Automotive, eCommerce, leisure, and hospitality prepare for the AI search era with integrated SEO and AI visibility strategies.
